Advances in Economics, Management and Political Sciences
- The Open Access Proceedings Series for Conferences
Proceedings of the 3rd International Conference on Business and Policy Studies
Series Vol. 66 , 05 January 2024
Open
Access | Article
The Impact of XiaoHongShu UGC on Travel Decision-Making of College Students with Different MBTI Personality Types
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Abstract
With the continuous advancement of We-Media, consumers are gradually starting to use User-Generated-Content on online social platforms as a reference for their travel decisions. Considering that consumers' subjective attitudes can also influence travel decisions, this study selects XiaoHongShu UGC and college students as research subjects, combining the IAM model, innovatively introducing MBTI theory to analyze the impact of XiaoHongShu UGC on travel decision-making of college students with different MBTI personality types through questionnaire surveys and literature research. The study found that there was no significant difference in the overall agreement degree of XiaoHongShu UGC and its impact on travel decisions among college students with different MBTI personality types, but the agreement degree of UGC’s content and perceived value had a predictive effect on how XiaoHongShu UGC influenced the travel decisions of college students. During the analysis process, this study also found several issues regarding XiaoHongShu UGC for college student users, such as low information accuracy, information source credibility, clarity, and emotional resonance. Therefore, this study proposes four suggestions to optimize XiaoHongShu UGC, providing new perspectives for online promotion in the tourism market and filling the gap in related research fields.
Keywords
UGC, MBTI, college students, travel decision-making, tourism marketing
References
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Data Availability
The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.
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- Volume Title
- Proceedings of the 3rd International Conference on Business and Policy Studies
- ISBN (Print)
- 978-1-83558-263-3
- ISBN (Online)
- 978-1-83558-264-0
- Published Date
- 05 January 2024
- Series
- Advances in Economics, Management and Political Sciences
- ISSN (Print)
- 2754-1169
- ISSN (Online)
- 2754-1177
- DOI
- 10.54254/2754-1169/66/20241212
- Copyright
- 05 January 2024
- Open Access
- This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited